PROJECT OVERVIEW
Pureblak, a subsidiary of MFAR Carbon, one of India's leading activated carbon producers, aimed to create a natural air purifier using coconut shell charcoal, superior to the bamboo alternatives saturating the market. As part of a key member’s vision to ease his transition into the firm, the project leveraged its parent company's credibility to capture a niche in the eco-conscious market. I was responsible for branding, designing, and developing the product, and creating a teaser site to set the project in motion and secure internal buy-in
Role
Employer
Platform
Area
Product Designer
Brand Strategist
MFAR CARBON
Web
Product, Branding, Strategy and Research
CASE STUDY [ II ]
Natural Activated Charcoal Air Purifier
Pureblak: An Eco-Conscious Innovation
Pureblak is a natural air filter crafted from premium coconut shell-activated carbon. The project involved a full brand transformation—logo design, product development, and an engaging web strategy—to highlight the product's superiority over competitors and introduce it through a captivating teaser site.
Image Source: Author
First Logo finalized w/ the brand name PURBLAK
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Final Logo after company registration w/ the brand name PUREBLAK
Metrics from User Testing (over a 6-month period):
achieved within 6 months through eco-friendly prototyping and user feedback integration
25
%
Acceleration in Market Readiness
after 3 months of usability testing
30
Increase in Prototype Satisfaction
%
Consumers are unaware of the superior benefits of coconut shell charcoal in a market saturated with bamboo alternatives. Pureblak aimed to disrupt this space by designing a superior air purifier and implementing strategic branding to educate the market and differentiate the product, leveraging its expertise as a producer to innovate and lead.
PROBLEM STATEMENT
Design Collaboration
I collaborated with a product manager, visual designer, and researcher to bring Pureblak to life, aligning with our strategy coordinator and sustainability consultant to meet eco-friendly goals. Regular feedback loops with key stakeholders helped us refine the product, branding, and messaging, creating a cohesive strategy that elevated Pureblak’s competitive edge in the market.
BRAND IDENTITY
Brand Name
Our narrative began with 'PURBLAK,' a name reflecting the brand's purity and strength essence. However, confronted by trademark registration obstacles, we transitioned to 'PUREBLAK,' retaining our fundamental values while embarking on a renewed journey.
Logo Design
The initial "PURBLAK" logo showcased a typographic ballet of contrasts, with "PUR" rendered in a light font and "BLAK" in a bold one, achieving harmony by merging 'R' and 'B' into a singular, fluid design. As the brand evolved to "PUREBLAK," this transition was marked by a bold, elongated type that evoked the complexity of a labyrinth, symbolizing the brand's deliberate journey from natural roots to innovative forefront.
Color Scheme
Despite the name and font change, the logo retained its monochromatic color scheme, ensuring brand continuity and a strong visual connection to the product's carbon-based material.
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Logo Development
#ffffff
WHITE
#e6e6e6
GREY
#323232
DARK CHARCOAL
#000000
BLACK
Typography
The transition from the balanced Montserrat to the impactful DELIRIUM NCV font in the second logo design aligned with the brand's evolution, aiming for a more pronounced and distinctive presentation.
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Products in the Market that were studied.
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Dissecting air-purifying bag for quality study.
The client was initially open to an experimental design to differentiate their product. However, financial constraints and market competition led to a strategic shift towards a simpler, cleaner design that fits market norms but exceeds them in quality and standard. This product sets itself apart by providing clear usage instructions for enhanced performance, such as heating the product every six months to improve odor absorption.
Concept
STEP 1: Measure the required quantity
Depending on the space, more activated carbon can be used.
STEP 2: Reheating Product
Activated Carbon loses its potency over time and must be heated to increase absorbency.
STEP 3: Renewed absorbency
Use the product as usual after reheating its contents.
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Extract from [Demo] User Manual
PRODUCT DESIGN AND DEVELOPMENT
In my analysis, I found the market flooded with low-quality, bamboo-based air-purifying bags. Dissecting these products revealed their poor quality. Many had negative reviews due to unclear instructions on use and lifespan, contributing to a market crowded with uninspired, similar products.
Competitors
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Design Development
Design 1 introduces a sleek, ellipsoid-shaped air freshener, distinct with its minimalist design and fabric finish, to enhance any car interior.
Design 2 mirrors traditional, cost-effective laundry sachet designs familiar in the charcoal product space, aiming for a quick market entry.
Design 3 expands the offering with larger, round-bottom drawstring bags and a novel refillable pouch concept, suitable for broader, more sustainable use.
Design 4 refines Design 2's approach, incorporating a new logo and honing in on product appeal and functionality to meet the needs of direct-to-consumer market dynamics.
DESIGN 1
DESIGN 2
DESIGN 3
DESIGN 4
Design Visualization
I translated conceptual designs into precise digital models using Rhino modeling software and Adobe Photoshop and created 2D drawings that outline the design's dimensions, proportions, and specifications. These drawings served as a blueprint, guiding the suppliers through the development of the Product.
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Digital Models
Prototyping
In our prototyping process, we rigorously tested different sizes and materials, like linen, cotton, cotton blends, and rayon, based on my 2-D drawings, collaborating with numerous suppliers to identify the ideal fit for our product's needs. This meticulous approach helped us fine-tune the design to meet our high standards and user expectations.
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Initial Prototype of Design 2
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Supplier showcasing Design 3 Prototype
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Final Design 4 Prototype
Final Design
The final design features a dark grey cotton bag, chosen for its eco-friendliness and durability, branded with our new logo. It's sealed with robust double cross-stitching and includes a practical buttonhole opening for easy hanging, catering to user convenience and aesthetic preferences while minimizing environmental impact.
Image Source: Author
Final Prototype
(will be refined further*)
Packaging Design
The final packaging unfolds on a deep black canvas adorned with line art that artistically echoes the intricate patterns of a coconut shell, subtly blending with the logo's presence. Each detail and symbol is meticulously embossed in lustrous silver, lending elegance to the modern design. The material in the final prototype developed so far may evolve to suit the packaging—a darker, subtly stripped material.
Image Source: Author
Final Packaging for the Air-purifying Bag
Assessing Communication of Coconut Carbon Quality via Usability Test
USABILITY TESTING
WEB STRATEGY
[Objective] Our web design strategy is crafted to not only showcase the superior quality of our coconut shell-based carbon products over bamboo but also to reinforce our authority in the niche through engaging coconut-themed graphics. This approach underlines our team's innovative spirit, problem-solving skills, and commitment to creating compelling user experiences, positioning our brand as a leader in the industry and appealing to like-minded professionals.
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Image Source: Author
Sample Images created for Website
MARKET RESEARCH
For the Competitive Analysis, I used heuristic analysis to evaluate the user experience on drcharcoal.in and goodair.in. These sites stand out in a market where most competitors sell through platforms like Amazon. The Dr Charcoal website focuses on a straightforward e-commerce model, emphasizing product benefits, while Good Air's website aims to enhance its brand presence and offer franchise opportunities. Heuristic evaluation highlights were as follows:
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Navigation: Users needed help navigating, with location awareness issues on DrCharcoal and a cluttered homepage on GoodAir reducing clarity.
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Content Integrity: DrCharcoal's content lacked flow and uniqueness; GoodAir's design inconsistencies affected visual harmony.
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Interactivity: DrCharcoal showed limited user feedback and personalization; GoodAir struggled with responsiveness and visual cues.
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Form Usability: DrCharcoal faced challenges with error feedback and field clarity; GoodAir's forms had clarity and validation issues.
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Screen-recording of Web Page
Teaser Site for the Product's Debut
For the Ideation and Wireframes stage, we focused on creating a clean, simple demo site to announce the product's upcoming launch, aimed at capturing senior management's attention within the conglomerate. Emphasizing standout graphics, which I developed using Adobe Photoshop, was central to the client's vision. As project priorities shifted within the conglomerate's complex structure, we temporarily moved our focus toward securing a suitable supplier, putting web development on hold.
USABILITY TESTING for the TEASER SITE
I conducted a simple usability test with 10 participants to gauge the clarity of our message regarding the quality of coconut shell-based carbon despite the site's incomplete state. The insights were as follows:
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The site's professional look and quality visuals were well-received, fitting our modern brand identity.
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A major usability issue was discovered with the shopping cart, leading users back to the homepage.
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Suggestions for improvement included more visible call-to-action buttons and fixing the shopping cart for a smoother checkout process.
NEW Design to Align with REBRANDING
With our logo's redesign, we're updating the website to match this new direction, emphasizing the shift from natural to innovative. We're enhancing visuals to showcase the logo's evolution better, inspired by successful elements noted in competitor analysis. This revised design is currently under team review for further refinement and is more focused on explaining the functionality of the product.
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New Iteration
Prototype
Satisfaction
30
%
After 3 months of usability testing, prototype satisfaction increased by 30%, showcasing strong alignment with consumer needs.
Market Readiness
20
%
Achieved within 6 months through eco-friendly prototyping and user feedback integration, enabling a faster product launch.
Purchase Intent
80
%
Initial market tests indicated an 80% intent to purchase, confirming the product's fit and potential for strong market performance.
Navigating the corporate environment presented significant challenges, from internal politics to delays in decision-making due to the learning curve of a key member. Ultimately, we shifted focus to another initiative under the parent company, applying the lessons learned from this experience to streamline collaboration and improve project outcomes.
NAVIGATING corporate COMPLEXITIES
The metrics below highlight the impact of design and user research during the development and testing of Pureblak:
DESIGN Impact
